Revenue opportunity
The fan database that fills a bigger Carrow Road — built before the diggers arrive
A business case for the CEO and CFO · Championship 2025/26
The only CDP platform built exclusively for sport
Norwich City sells out Carrow Road most weekends. The club already knows the names of 17,000+ season-ticket holders.
The owners want a 35,000-seat Carrow Road and a Premier League return. Both depend on knowing the fan base — not just filling today's seats.
How many of them came with their kids? How many bought a shirt last season? How many would say yes to hospitality if you asked?
It isn't an identity problem. It's a profile-data problem.
The seats are coming. Will the buyers be ready?
Norwich runs ahead of the Championship average and fills 94% of Carrow Road. The opportunity isn't filling more seats — it's knowing the 8,500 fans who already turn up but don't yet have a profile.
A 35,000-seat Carrow Road adds ~8,000 seats — roughly £8–12M of new annual ticket capacity. But only if those seats sell. A club that knows its fans fills them on day one. A club that doesn't discounts them for years.
Three levers — one platform
The platform builds a supporter profile per fan. That profile powers campaigns across tickets, merchandise and sponsorship.
- Identify high-value fans for hospitality and premium upgrades — the real ticket upside at a near-full ground
- Dynamic retargeting on yield through to the spring run-in
- Lock record momentum before the July price step-up
- Automated post-match offer to first-time attendees within 2 hours
- Behavioural segmentation across 17,000+ season-ticket holders
- Early access to shirt launches for last season's buyers — no discount needed
- Documented fan profile = 20–30% higher sponsorship rate-card
- Measurable activation per sponsor — no more 'we think it worked'
- One renegotiated principal partner often beats the entire year-one upside
Run the model on your own numbers
Pre-filled with Norwich City's public 2025/26 figures. Every green number is editable — totals update live.
Yield, merch conversion and hospitality uplift are conservative benchmarks from Data Talks' integrations across European clubs. We'll calibrate against your own data in the discovery workshop.
The platform pays for itself many times over — in year one.
Break-even = 209 hospitality conversions, or one good month of merch. Norwich has a full stadium of warm fans to build the database from.
What it looks like in practice
No new hires. No in-house analysts. We handle onboarding and ship the campaign templates.
Ticketing, online shop and email platform connect to the CDP. Supporter profiles build automatically from the next fixture. No ETL project, no internal data team required.
Ready-made segments: '5+ games, no season ticket', 'shirt buyers 24/25', 'away supporters', 'junior fans'. Activated immediately — no analysis required from you.
Templates for the season-ticket campaign, post-match merch triggers, sponsor activation. Every campaign measurable — money in, money out — from day one.
Time to first measurable campaign revenue: 6–8 weeks from contract.
Single Supporter View + AI that does the work
Unifies ticketing, e-commerce, web, CRM and digital touchpoints into a single supporter profile — from anonymous follower to season-ticket holder.
From campaign brief to board-ready reporting — AI handles the heavy lifting so the commercial team focuses on supporters and sponsors.
Two weeks to capture the momentum.
Two hours with your commercial and ticketing teams. We go through your real numbers and build a Norwich-specific plan for 26/27.
Within 5 working days — a fully modelled case on Norwich City's own numbers, not industry averages, including a fan-growth model timed to the bigger-stadium opening. Built for the board and the owners.
A Q3 26/27 pilot on one campaign — hospitality conversion or a kit launch. Measurable revenue before any full commitment.
Thank you for your time.
We're ready when you are — let's capture the momentum together.
Questions, challenges, next steps — all welcome.